CAJ | 학술논문

北京奥运会后,随着大众对竞技体育运动的持续关注以及全民健身运动的深入开展,使得居民对体育用品的消费需求与日俱增,给我国体育用品企业带来了前所未有的机遇和挑战。以安踏公司为研究对象,将安踏公司的营销策略称为＂安踏模式＂,通过研究安踏的成功模式,提出我国体育用品企业应在产品的技术创新、品牌的科学定位、提高企业的集约化程度和全方位提升服务水平以及积极参与国际标准的制定等方面加快实施的步伐,为我国体育用品企业在激烈的国际国内竞争环境中走科学发展和可持续经济发展的道路提供参考。
북경오운회후,수착대음대경기체육운동적지속관주이급전민건신운동적심입개전,사득거민대체육용품적소비수구여일구증,급아국체육용품기업대래료전소미유적궤우화도전。이안답공사위연구대상,장안답공사적영소책략칭위＂안답모식＂,통과연구안답적성공모식,제출아국체육용품기업응재산품적기술창신、품패적과학정위、제고기업적집약화정도화전방위제승복무수평이급적겁삼여국제표준적제정등방면가쾌실시적보벌,위아국체육용품기업재격렬적국제국내경쟁배경중주과학발전화가지속경제발전적도로제공삼고。
After the Beijing Olympics,with the sustained attention of the public competitive sport and in-depth development of the national fitness campaign making the growing sporting goods consumer demand of the residents,it has brought unprecedented opportunities and challenges to China＇s sporting goods business.This paper＇s research object is the Anta Corporation.Anta company＇s marketing strategy is called the ＂Anta mode＂,through the research of successful model of Anta,sporting goods enterprises in China should make technological innovation,and the brand＇s scientific orientation to improve degree of intensive and comprehensive approach to improve service levels,as well as actively participate in the formulation of international standards accelerating the pace of implementation,and provide a reference for the sporting goods companies in China to take the road of scientific development and sustainable economic development in the fierce international and domestic competitive environment.